2016 Winners

Ariel - Share The Load

GoodWorks - Brand

Procter & Gamble India

BBDO India

Case Summary
Some campaigns can change a brand’s fortunes within a category. Some campaigns can disrupt and redefine categories. Some campaigns can move society forward in a small but meaningful way, redefine categories and change a brand’s fortunes. Ariel, one of India’s leading premium detergent powders, did the latter with ‘Share the Load’ – a provocative social movement that focused on the cultural stain of gender inequality at home, instead of clothes stains to liberate women from the obligation of doing laundry.